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Prestige Consumer Healthcare, home to a diverse portfolio of brands, was facing mounting competition on the digital shelf. With outdated product positioning and a lack of compelling reasons to believe, many of its brands were losing share of shelf and sales. As competitors gained traction with optimized content, Prestige needed a strategic approach to refresh its digital presence and reconnect with shoppers.
To regain lost momentum, Prestige Consumer Healthcare adopted a fully integrated connected commerce strategy. This involved leveraging data-driven insights to craft compelling content that resonated with trends and consumer needs. We established a robust system for digital shelf monitoring and reporting, enabling visibility into product performance. A structured test-and-learn roadmap was deployed to drive organic growth across key customers. This approach not only optimized product content but also enabled agile adjustments based on real-time performance insights. Additionally, Prestige streamlined its end-to-end syndication of product content and data, ensuring seamless updates across retailers to maintain brand consistency and compliance.
By implementing a data-driven digital shelf strategy, Prestige Consumer Healthcare significantly improved its online performance across multiple retailers and product categories. The initiative spanned seven national, regional and specialty retailers, covering 283 unique SKUs across 21 brands and seven categories. These optimizations led to a 24% year-over-year increase in shipped sales, contributing to significant revenue growth.
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